Redesign the membership sign-up experience for in-person IDSA events
PROJECT BRIEF
Explore and deliver solutions that support simple, fast, and user-friendly membership purchase options for on-site attendees at local IDSA Chapter events.
IDSA often hears from its volunteer chapter leaders across the country that they have individuals interested in signing up for membership while attending their events: however, anecdotal evidence suggests little conversion to membership purchases onsite while at events.
Due to IDSA’s Bylaws requirements, the current process for IDSA membership involves a series of questions tied to complex logic which allows for the automatic selection of the membership most suitable for them based on their responses. Additionally, this process is not mobile-friendly.
ABOUT IDSA
As a 501(c)(6) not-for-profit, for over 50 years, the Industrial Designers Society of America has worked to advance the practice of industrial design through education, information, community and advocacy. Our roots stretch to the beginning of the profession and our members are, and have been, some of the most celebrated industrial designers of all time. Today, we exist as a global voice for industrial design within a broad ecosystem of design disciplines and we celebrate the cross-functional overlap of many creative fields.
PROJECT CHALLENGES
The solution needs to exist on their website, not as a separate app.
They want to limit the amount of back-end work this new experience would require.
They want the sign-up experience to have the same branding and design as the rest of their website.
Role
Project Manager, UX Researcher
Tools
Figma, Miro, Zoom
Timeline
10 weeks
THE PROBLEM
How can the current sign-up experience be improved?
IDSA executives believed that a revamped sign-up experience would help increase the number of sign-ups at in-person local IDSA chapter events. What is deterring potential new members from signing up?
THE SOLUTION
Decrease the number of questions potential new members have to answer during the sign-up process and optimize for mobile use.
THE RE-DESIGN
Based on the heuristic analysis, competitive analysis, and usability testing I conducted, I worked with the UX Designer on my team to recreate a sign-up experience with fewer questions to simplify the sign-up experience.
RESEARCH
It was vital for my team to conduct our own usability study of the current experience, as well as talk to local chapter leaders to understand, in their own words, how the current in-person membership sign experience operates. From this research, we came to the conclusion that in order for people to complete a sign-up experience in a social setting, it needs to be quick and easy. This means decreasing the number of questions and number of screens potential new members have to navigate through to complete the process.
Stakeholder Interviews
Meet with the IDSA executives and local Chapter leaders to get a sense of what they are looking for.
Heuristic Analysis
Understand what comparable design organizations are doings. Organizations such as AIA, AIGA, and others to understand what competitors are doing.
User Interviews
Interviewed people to understand what are must-haves and what are deal-breakers for a sign-up experience.
Usability Testing
Getting feedback from demographic users about current experience, then about the re-designed experience.
STANDOUT DISCOVERY
Throughout the user interviews and usability testing, several things became abundantly clear: 1.) people don’t want to take forever typing out their information during a sign-up experience, and 2.) people are very particular about what personal information they give out, especially to professional organizations.